Coke Takes Integration Further With New Effort

Atlanta-based Coca-Cola’s new “Life Tastes Good” branding campaign features plenty of traditional media, especially TV, but the company says the online component is more important than it’s been in any previous marketing effort.

Company spokesman Kelly Brooks told internetnews.com that the campaign, which starts on TV Sunday, “will be the most fully integrated campaign we’ve ever done.”

The campaign, which is designed “to celebrates the positive values of the brand in stories of everyday life,” was developed by Interpublic’s McCann-Erickson. Billings were not disclosed.

There will be 30 thirty-second television spots depicting a wide range of people, moods and situations in stories about people, all featuring the integral and upbeat role that Coke plays in the lives of people around the world. Spots will be aired in the more than 200 countries where Coca-Cola is sold.

Though there’s little evidence of the campaign online so far, Brooks said that the online element “is yet to come,” and that promotions will be developed as the campaign goes along. He said, however, that as of Monday some “Life Tastes Good” promotions will begin to appear on Coca-Cola.com.

“Our new celebratory campaign reclaims the Coca-Cola brand’s roots, its values, its sensitivity and its rightful place in the minds and hearts of people,” said Steve Jones, chief marketing officer for Coke.

The scripts were designed and executed in one of the local markets in line with a centrally crafted “strategic brand space,” Coke said. Countries also were free to create their own advertising consistent with the overall Coca-Cola conceptual framework. Advertisements were produced simultaneously around the globe, and each will debut on the same day in their respective markets.